1
Q
Do different segments need different designs?
A
Yes, the intellectual level might differ across different segments.
2
Q
Types of biases in questions are ?
A
- Lack of content validity - asking the wrong question.
- Loaded Question - assuming too much in your question
- Recall Bias - Relying on them remembering earlier events correctly
3
Q
Types of biases in answer are ??
A
- Response Bias - they answer in the way they think you want them to answer rather than according to their beliefs.
- Acquiescence Bias - They agree to or answer yes to all the questions
- Social Desirability Bias - They answer in a manner that will be viewed favourably by others.
4
Q
What is the Hawthorne Effect?
A
The alteration of behavior by the subjects of a study due to their awareness of being observed.
Any change will at least temporarily have an effect, just because you are paying attention.
5
Q
What is the relevance of Validity?
A
- Make sure your research is measuring what you want to measure.
- Eliminate confounding variables and biases.
- Remember the Hawthorne Effect.
6
Q
What is the relevance of Significance?
A
- Make sure your research is not just random chance. P< .05 is statiscally significant.
- For high stakes study, consider a lower tolerence for error, such as P
7
Q
How to be a responsible consumer of scientific research?
A
- A published article doesn’t qualify as accepted knowledge.
- Correlation doesn’t mean causation.
- Transparacy of method is key; clear writing and details about the measures, procedures and results are the mark of quality research.
8
Q
Describe the “shape” of data in terms of its mean and distribution.
A
- Normal distribution
- Rectangular distribution
- Bimodal distribution
9
Q
Describe the “shape” of data in terms of its mean and distribution.
A
- Normal distribution
- Rectangular distribution
- Bimodal distribution
UX Foundations
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